Merck Ltd.(China) Research In Marketing Strategy

The pharmaceutical industry has been in humans as one of the core industries, with the China opened to foreign countries, multinational pharmaceutical companies began to pay attention to the emerging market of China this potential and tremendous opportunities. Multinational pharmaceutical enterprise development can be traced back to twentieth Century80years in the China, Merck entered Chinese in90of the last century.On the China this emerging pharmaceutical market, with two digits of the speed of rapid growth, much higher than the global growth rate, Chinese is already the world’s third largest pharmaceutical market. But this is a changing era:the new medical reform, medical industry policy, the compliance guidance, financial crisis......At the same time, is also an era of opportunity:government investment, market expansion.......The pharmaceutical industry external relatively steady performance, the actual internal filled with numerous changes, China market as the core of Merck, strategy must be adjusted so that the business sustainable development.At present in the China multinational pharmaceutical market, promote the comprehensive development of China’s pharmaceutical industry to a certain extent. Chinese drug market continues to grow, from our understanding of all the countries of the situation, the Chinese each1%increase in GDP, the medical care market growth of1.7%. While imports of pharmaceutical enterprises in Chinese regional business development will directly promote the development of Chinese medical market, imported drug enterprises face huge China market should be how to develop includes strategy objective market management, customer management, product management, personnel organization and management, target management, new medicine R&D and other business development, which is the paper the topics of the background and the significance of the basic.In this paper, through a thorough analysis on the headquarters is located in Germany’s world500strong Merck pharmaceutical development strategy, to provide some suggestions for foreign pharmaceutical China this new market development. This paper first summarizes the background and significance of the research. Strategic management should be based on the strategic environment analysis and strategy of precision positioning, therefore, uses the strategic environment analysis tool is very important, this paper uses SWOT, STP, PEST tools for the analysis of China pharmaceutical market environment. This paper mainly by Merck in China marketing strategy as the research object, analyzes the present situation of the marketing strategy and marketing strategy, the problem and the solution to the problem.